In June of 2010, measurement industry representatives gathered in Barcelona, Spain and agreed upon seven principles. While these principles clarified some industry controversies, including the use of false multipliers and Advertising Value Equivalents (AVEs) and how to measure social media success, they left some unanswered, such as, "How do we implement these successfully?"
To continue the discussion, public relations leaders gathered in London in November 2010 to address two questions: What do we use in place of AVEs, and how do we make sense of the approximately 300 suppliers of social media measurement? OneVoice (a combined agency of Omnicom companies) shares insight into implementing the Barcelona Principles, including:
"The Barcelona Principles set the standards. The future is about smart measurement, proper budgets, the language of business and consistency across an organization in how we approach traditional and social media."
As PR professionals, it's our job to not only make sense of these principles and implement them as part of an overall PR strategy, but also to show their importance and necessity to executives. Once you've developed a successful measurement strategy that showcases the return on your PR investment, you can provide proof that PR has value and demonstrate its importance in any business plan.
Thanks to Andre Manning and David B. Rockland, Ph.D., for their insights in the Spring 2011 issue of PRSA Strategist on "Understanding the Barcelona Principals".